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SOCIAL MEDIA & INSURANCE
Following customers into social media
A COMMUNICATIONS OPPORTUNITY
Communication has been democratized
 The Lifestream Age


 Consumer

generated content
 A...
WHY USE SOCIAL MEDIA?
More messages in more places
 Attract rather than detract
 Build communities not databases
 Commu...
WHY USE SOCIAL MEDIA
Google loves social media
 24/7 access
 Connect directly with decision makers
 Build frequency mor...
BUT HOW CAN I USE IT?
Be interesting
 Build awareness
 Generate relationships
 Show passion
 Demonstrate honesty
 Cre...
MAIN CONTENT TYPES
Social networking (Facebook)
 Blogs (Wordpress)
 Microblogs (Twitter)
 Reference tools (Wikipedia)
...
WHAT DO YOU USE IT FOR?
Recruiting
 Branding
 Call to action
 Market research
 Entertainment
 Networking

BUILDING A PLAN

P.O.S.T. Method
 People
 Objective
 Strategy
 Technology

PEOPLE
Who is your audience?
 What do they like and dislike?
 What motivates them?
 What do they talk about? Obsess ove...
OBJECTIVE
Who are the stake holders?
 What is the end goal?
 What will your audience do if you’re
successful?
 Will you...
STRATEGY
Which analytics and data will show you
reached your objective?
 What resources (time, labor, financial) are
avai...
TECHNOLOGY
Which technologies are important?
 Video, picture, audio sharing
 Per-to-peer networks vs. Blogging
 When an...
ROI

Not everything that
can be counted
counts, and not
everything that
counts can be
counted.
- Albert Einstein
ROI
Measure Awareness (Web Traffic)
 Measure Acquisition (Conversion rates)
 Measure Retention (Reputation
management)
...
TIPS
Have a personality, a perspective and
passion
 Define your audience
 Listen more than you talk
 Have a plan and ke...
TIPS
Engage in conversations by being helpful
and by giving more than you take
 Consumers will share their opinions
wheth...
SOCIAL MEDIA FOR INSURANCE
forums.allstate.com

Allstate Blog

WHO IS USING SOCIAL MEDIA?
facebook.com

Allstate Facebook

WHO IS USING SOCIAL MEDIA?
youtube.com

Allstate YouTube

WHO IS USING SOCIAL MEDIA?
facebook.com

Allstate Facebook

WHO IS USING SOCIAL MEDIA?
@insuranceanswers

Keith Wainauski,
Farmers

WHO IS USING SOCIAL MEDIA?
linkedin.com

State Farm Agents

WHO IS USING SOCIAL MEDIA?
WHAT ARE THEY DOING?
Toe dipping
 Educational content


 Video,

links

Staying top of mind
 Branding as the experts
...
BEST TACTICS
Focus on relationship building between
people
 Twitter search conversations


 Interject



value into co...
BEST TACTICS
Create an internal platform facilitate sharing
of information and creativity
 Comment, reply, retweet, forwa...
MEASURING EFFECTIVENESS
Number of new relationships
 Traffic to website
 Increased revenue
 Decreased expenses
 Conver...
TIPS
Focus on consultative selling
 Be educational
 Watch what you say
 Walk before running
 Prove communicate enhance...
NEXT ACTIONS
Develop content and distribute
 Teach three agents to be experts
 Evaluate, find successes, repeat

NEED HELP

William Crozer
702.339.3002
clutchmediagroup@gmail.com
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Social Media & Insurance

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Transcript of "Social Media & Insurance"

  1. 1. SOCIAL MEDIA & INSURANCE Following customers into social media
  2. 2. A COMMUNICATIONS OPPORTUNITY Communication has been democratized  The Lifestream Age   Consumer generated content  Age of the digital camera  Wifi & broadband Facebook – Doubled since 9/08  Twitter – Doubled since 3/09 
  3. 3. WHY USE SOCIAL MEDIA? More messages in more places  Attract rather than detract  Build communities not databases  Communicate “with” instead of “at”  Economy of a million niche markets 
  4. 4. WHY USE SOCIAL MEDIA Google loves social media  24/7 access  Connect directly with decision makers  Build frequency more efficiently and dynamically 
  5. 5. BUT HOW CAN I USE IT? Be interesting  Build awareness  Generate relationships  Show passion  Demonstrate honesty  Create discussions  Listen, listen, listen 
  6. 6. MAIN CONTENT TYPES Social networking (Facebook)  Blogs (Wordpress)  Microblogs (Twitter)  Reference tools (Wikipedia)  Peer to Peer Sharing (YouTube)  Research (Google Alerts)  Peer to Peer Reviews (Yelp) 
  7. 7. WHAT DO YOU USE IT FOR? Recruiting  Branding  Call to action  Market research  Entertainment  Networking 
  8. 8. BUILDING A PLAN P.O.S.T. Method  People  Objective  Strategy  Technology 
  9. 9. PEOPLE Who is your audience?  What do they like and dislike?  What motivates them?  What do they talk about? Obsess over?  What are their demographics? 
  10. 10. OBJECTIVE Who are the stake holders?  What is the end goal?  What will your audience do if you’re successful?  Will you organization be more valuable for having started the campaign?  Which verbs are important? 
  11. 11. STRATEGY Which analytics and data will show you reached your objective?  What resources (time, labor, financial) are available?  Who will have ownership?  What are competitors doing? 
  12. 12. TECHNOLOGY Which technologies are important?  Video, picture, audio sharing  Per-to-peer networks vs. Blogging  When and how will content be generated?  Who is the caretaker and observer? 
  13. 13. ROI Not everything that can be counted counts, and not everything that counts can be counted. - Albert Einstein
  14. 14. ROI Measure Awareness (Web Traffic)  Measure Acquisition (Conversion rates)  Measure Retention (Reputation management)  Qualities (Trust, Influence, Coolness factor) 
  15. 15. TIPS Have a personality, a perspective and passion  Define your audience  Listen more than you talk  Have a plan and keep the end in mind  Make a schedule and budget time 
  16. 16. TIPS Engage in conversations by being helpful and by giving more than you take  Consumers will share their opinions whether or not you want to hear them  Concentrate on building word of mouth by delivering interesting and relevant content  Build trust and add value first. “Bring wine to the picnic” 
  17. 17. SOCIAL MEDIA FOR INSURANCE
  18. 18. forums.allstate.com Allstate Blog WHO IS USING SOCIAL MEDIA?
  19. 19. facebook.com Allstate Facebook WHO IS USING SOCIAL MEDIA?
  20. 20. youtube.com Allstate YouTube WHO IS USING SOCIAL MEDIA?
  21. 21. facebook.com Allstate Facebook WHO IS USING SOCIAL MEDIA?
  22. 22. @insuranceanswers Keith Wainauski, Farmers WHO IS USING SOCIAL MEDIA?
  23. 23. linkedin.com State Farm Agents WHO IS USING SOCIAL MEDIA?
  24. 24. WHAT ARE THEY DOING? Toe dipping  Educational content   Video, links Staying top of mind  Branding as the experts  Developing relationships  Retweeting, replying, interacting 
  25. 25. BEST TACTICS Focus on relationship building between people  Twitter search conversations   Interject  value into conversation Use social media tools to be a catalyst for real, in person interaction
  26. 26. BEST TACTICS Create an internal platform facilitate sharing of information and creativity  Comment, reply, retweet, forward information that adds real value to people  Don’t be that guy 
  27. 27. MEASURING EFFECTIVENESS Number of new relationships  Traffic to website  Increased revenue  Decreased expenses  Conversion rates 
  28. 28. TIPS Focus on consultative selling  Be educational  Watch what you say  Walk before running  Prove communicate enhance repeat 
  29. 29. NEXT ACTIONS Develop content and distribute  Teach three agents to be experts  Evaluate, find successes, repeat 
  30. 30. NEED HELP William Crozer 702.339.3002 clutchmediagroup@gmail.com
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